Geronimo beats three to win £6m Direct Line brief

Direct Line has handed its £6m direct marketing account to Geronimo following a review of the business.

Direct Line has handed its &£6m direct marketing account to Geronimo following a review of the business.

The agency, which previously worked with the Royal Bank of Scotland (RBS) brand on a project basis, pitched against Craik Jones Watson Mitchell Voelkel, Archibald Ingall Stretton and Carlson Marketing to win the account.

The review was handled by Creative Brief and overseen by Direct Line’s director of marketing Mike Tildesley. Geronimo will work with M&C Saatchi and MediaCom to further develop the insurer’s “A Good Deal Better” concept.

The agency helped develop and then launch the strategy at the start of this year.

Direct Line, which is the country’s largest private motor insurer, called the direct marketing pitch at the start of June (MW June 1). In November last year, it handed the bulk of its &£35m creative business to M&C Saatchi, an RBS roster agency, a year after the account was won by Clemmow Hornby Inge (MW November 3).

RBS then consolidated its &£15m digital media planning and buying business for its insurance brands into MediaCom’s digital specialist Media.com last month. The account includes the Privilege, Churchill and Direct Line brands.

Direct Line was the first telephone-based insurance firm to be launched in the UK.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here